{"id":37923,"date":"2019-10-17T09:23:14","date_gmt":"2019-10-17T13:23:14","guid":{"rendered":"https:\/\/hingemarketing.com\/?p=37923"},"modified":"2019-10-17T09:23:14","modified_gmt":"2019-10-17T13:23:14","slug":"earned-media-in-professional-services-3-strategies-for-success","status":"publish","type":"post","link":"https:\/\/hingemarketing.com\/blog\/story\/earned-media-in-professional-services-3-strategies-for-success","title":{"rendered":"Earned Media in Professional Services: 3 Strategies for Success"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Benjamin Franklin once said, \u201cIt takes many good deeds to build a good reputation, and only one bad one to lose it.\u201d And over two hundred years later, Taylor Swift added, \u201cOoh, you and me, we got big reputations.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Both of these quotes are relevant to those of us in professional services. The reputations that we develop and manage are vital to the success of our businesses and fragile.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At Hinge, we do a lot of thinking about reputations \u2014 specifically how they apply to professional services branding and marketing. In fact, we define \u201cbrand\u201d as the product of your visibility and your reputation. But how do you assess the reputation of your firm.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Earned media can provide some answers: What are others saying about your firm? Which of your firm\u2019s achievements, stories, or areas of expertise is the marketplace sharing with others? If you listen to the way others talk about you and respond to your content you can begin to understand how others perceive you brand.<\/span><\/p>\n<h2><b>Definition of Earned Media<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Earned Media is a term to describe any kind of unsolicited content written about your firm by an outside resource which wasn\u2019t directly paid for or created by a member of your staff. It could be a news article that quotes one of your leaders or describes something you\u2019ve done or it can be something as simple as a mention on social media.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some examples of earned media include the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">News story or blog post<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Link or reference to your content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Citation in academic journal<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Social media mention<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b>Benefits and Concerns of Earned Media<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The number one benefit of earned media is that it can simultaneously build the credibility of your firm and expose you to new audiences. It can provide reporters, bloggers, and industry experts with the information they need to expose you to their readers. And if their stories highlight the achievements and expertise of your business, so much the better.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Earned media can be beneficial because it shares noteworthy information about your firm with readers who may not otherwise know about your business. This expanded reach increases awareness of your <\/span><a href=\"https:\/\/venngage.com\/blog\/branding-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">brand<\/span><\/a><span style=\"font-weight: 400;\"> and what makes your firm different.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Best of all, your team didn\u2019t need to spend time developing the content. Unlike other marketing techniques, such as guest blogging, there\u2019s no legwork with earned media. The work is done for you. Someone else is taking on the task of writing, publishing, and promoting a story about the work you\u2019ve already done.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, not all earned media is positive. Investigations, negative reviews, complaints on social media, and negative news stories are earned media too.\u00a0<\/span><\/p>\n<p><a style=\"color: #f89522; font-size: 22px; font-weight: bold; text-decoration: none;\" href=\"https:\/\/hingemarketing.com\/library\/article\/the-social-media-guide-for-professional-services\" target=\"_blank\" rel=\"noopener noreferrer\">Download The Social Media Guide for Professional Services Firms<\/a><\/p>\n<h2><b>Examples of Negative Earned Media<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">You\u2019ve probably heard, \u201cThere\u2019s no such thing as negative publicity.\u201d This may be true in Hollywood, but it\u2019s not the case in professional services where firms who live or die by their reputation. A damaging news story or series of scathing reviews could have catastrophic consequences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Negative earned media can arise under a variety of different circumstances. For instance, the misconduct of a firm leader can quickly turn into a PR crisis that calls into question the credibility of a firm. In 2018, Martin Sorrell, CEO of WPP, the world\u2019s largest advertising and PR firm, <\/span><a href=\"https:\/\/www.newyorker.com\/news\/news-desk\/the-rise-reign-and-fall-of-wpps-martin-sorrell\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">resigned<\/span><\/a><span style=\"font-weight: 400;\"> amid allegations of personal misconduct. Investigations were launched, articles were written, and ultimately the stock value sharply fell.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another all too common circumstance source of negative earned media for firms are\u00a0<\/span><a href=\"https:\/\/www.businessinsider.com\/biggest-hacks-and-data-breaches-of-2019-capital-one-whatsapp-iphone-2019-9#hackers-installed-backdoors-on-thousands-of-asus-computers-using-its-own-software-9\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">data breaches<\/span><\/a><span style=\"font-weight: 400;\">. The most notable recent example is the data breach of credit reporting agency <\/span><a href=\"https:\/\/fortune.com\/2018\/12\/10\/equifax-hack-lasted-for-76-days-compromised-148-million-people-government-report-says\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Equifax<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Negative earned media can affect recruiting, as well. I\u2019d like to offer a personal example negative earned media that had a direct influence on me as a job candidate.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before I worked for Hinge, I applied for multiple jobs in the Washington D.C. Metro Area. One opportunity was with a national association. Like any good job candidate, I took to the internet to research the association.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I soon found a YouTube video titled \u201cDo Not Support The [_____] Association\u201d. The video was produced by someone connected to the particular health condition this association served, and &#8211; with over 10,000 subscribers &#8211; she was clearly a person of influence in this space. In fact, this video criticising the association had vastly more YouTube views than any of the videos the association had produced themselves. Yikes!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">During my interview with their Executive Director, I asked about it. They were aware of the video, but they had chosen to ignore it. To a job candidate like me, this lack of PR savvy was a big red flag, and I lost interest in the job.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nobody wishes for PR crises and negative earned media. But they can happen to anyone, even the good guys. So it pays to be prepared. Have a contingency plan ready to go: Identify a public relations firm and a lawyer whom you can call to help manage the crisis. Keep a list of industry influencers and clients that admire your firm, in case you need a balancing viewpoint.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most importantly, set your firm up for success and build a public reputation that is overwhelmingly positive. Here are three strategies to realize this success.<\/span><\/p>\n<p><a style=\"color: #f89522; font-size: 22px; font-weight: bold; text-decoration: none;\" href=\"https:\/\/hingemarketing.com\/library\/article\/the-social-media-guide-for-professional-services\" target=\"_blank\" rel=\"noopener noreferrer\">Download The Social Media Guide for Professional Services Firms<\/a><\/p>\n<h2><b>3 Strategies for Earned Media Success<\/b><\/h2>\n<ol>\n<li>\n<h3><span style=\"font-weight: 400;\"> Publish original research<\/span><\/h3>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Through our research on high-growth professional services firms, we made <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/the_importance_of_business_research_for_your_firm_top_10_questions_to_drive\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">an important discovery<\/span><\/a><span style=\"font-weight: 400;\"> \u2014 firms that did systematic business research on their target client group grew faster and were more profitable. This research could include any of the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Brand research<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Market research<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Persona research<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Client satisfaction research<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Research equips your firm with relevant data that can drive informed decision making. But there is an alternative benefit to research too! The research your firm conducts can create excellent content for your audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you build out your content marketing strategy, you should be considering how original research can enrich your content. Data-driven insights are often some of the most shareable kinds of content. News publications and bloggers are always on the lookout for new data that shares something meaningful about the world. Therefore, conducting original research is a great strategy for gaining more positive earned media.<\/span><\/p>\n<ol start=\"2\">\n<li>\n<h3><span style=\"font-weight: 400;\"> Engage more on social media<\/span><\/h3>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Nothing has revolutionized the world of marketing quite like <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/using-social-media-for-marketing-professional-services\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">social media<\/span><\/a><span style=\"font-weight: 400;\"> \u2014 but for many professional services firms it remains an enigma. You\u2019ve created your corporate account, filled out your profile, and started posting content. But now what?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One thing many of us fail to understand about social media is that you need to be the initiator of the action if you want the attention to come back your way. The idea that you could create your social media profiles and suddenly start attracting loads of earned media and leads\u00a0 sounds euphoric\u2026 but unfortunately it\u2019s a pipedream. Social media is a grind that requires concentrated attention from you and your team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your social media accounts \u2014 especially on LinkedIn and Twitter \u2014 are important in professional services marketing. However, they will yield very little earned media if you are not proactively networking, commenting, liking, sharing, and engaging with others. In a different article, I mention that there are <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/b2b-social-medias-two-evergreen-rules\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">two evergreen rules<\/span><\/a><span style=\"font-weight: 400;\"> for social media:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Be human<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Be helpful<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Both of these evergreen rules carry the notion of engaging with others in meaningful ways. Because at the end of the day, the point of social media is to be social with others who you\u2019\u2019ve met or want to meet. You need to target and engage with this audience. Do it more than you think you should. And watch the social mentions, shares, and retweets of\u00a0 your firm\u2019s content increase.<\/span><\/p>\n<p><a style=\"color: #f89522; font-size: 22px; font-weight: bold; text-decoration: none;\" href=\"https:\/\/hingemarketing.com\/library\/article\/the-social-media-guide-for-professional-services\" target=\"_blank\" rel=\"noopener noreferrer\">Download The Social Media Guide for Professional Services Firms<\/a><\/p>\n<ol start=\"3\">\n<li>\n<h3><span style=\"font-weight: 400;\"> Speak and network at targeted conferences<\/span><\/h3>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Finally, a large amount of positive earned media can be generated from networking and speaking at targeted conferences where your clients, referral sources and peers attend.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There is a reason why nearly all of these B2B industry conferences provide attendees with a hashtag for their event. They want to generate earned media! The social mentions under their hashtag will allow the conference organizers, along with many savvy attendees, to network with and target those who engage with the hashtag on social media.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Being a speaker at one of these conferences is an especially potent way to spark earned media. During your presentation, you want to make sure you introduce yourself and to invite attendees to connect with you on LinkedIn and follow you on Twitter. Through your presentation, they are about to be exposed to your expertise. Perhaps they\u2019ll quote something interesting you say in your presentation. Or maybe they\u2019ll share a photo. Regardless\u2026 don\u2019t let them leave the room without following you on social media.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not speaking? Not a problem. If your firm invests in sending you to a conference there is ample opportunity to generate earned media for yourself and your firm. Use the event as a catalyst to connect with new people, build new relationships, and bring the conversation online. Use the conference hashtag and follow people of interest. Engage with them. Hopefully they\u2019ll follow you back.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Business cards are great but often get piled up in a junk drawer. Use the time you spend at conferences networking and speaking wisely. Connect with folks on social media, leave a good impression, engage with them online, and watch them become your fans and new referral sources.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve only touched on three strategies for success when it comes to earned media. But there are countless ways to accomplish this goal. Your firm can publish articles and whitepapers. Or you could apply for and win industry awards. Perhaps you launch or unveil a groundbreaking new project that garners news coverage. Or maybe you could produce a viral video. Earned media is hard to control but there are strategies for success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Setting your firm apart by publishing original research can give your audience meaningful insights they want to share and enrich your content marketing strategy. More concentrated time engaging with others on social media will naturally allow for you to build relationships and more interested readers of your brand and expertise. And finally, speaking at conferences where your potential clients are attending will boost the visibility of your expertise and possibly generate significant earned media.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Benjamin Franklin once said, \u201cIt takes many good deeds to build a good reputation, and only one bad one to lose it.\u201d And over two hundred years later, Taylor Swift added, \u201cOoh, you and me, we got big reputations.&#8221; Both of these quotes are relevant to those of us in professional services. The reputations that&#8230;<\/p>\n","protected":false},"author":149,"featured_media":37924,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-37923","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Earned Media in Professional Services: 3 Strategies for Success - Hinge Marketing<\/title>\n<meta name=\"description\" content=\"Earned media is hard to control but there are strategies for success. 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